Jonathan was raised across Southern California, being exposed to the Surf and Skate culture of Orange County and Los Angeles, he immersed himself only to find out he had no business being on a board (water or land) however he decided to commit to the aesthetic anyway. This led to an obsession with brands like Element, World Industries, Vans, O’Neill, Quicksilver, just to name a few.

Working his way through retail, he fell in love with storytelling through Visual Merchandising. Running visuals for some of the world’s most recognizable companies like Old Navy and Levi’s, he found a new obsession - DENIM.

While wrapping up his degree in Fashion Merchandising, he decided to leave his retail job and pursue a small business in sourcing + curating vintage pieces for resale, focusing on the late 90’s - early Y2K. Staple brands include JNCO, SilveTab Levi’s, Anchor Blue, with an emphasis on vintage bottoms such as khakis and denim.

Coming to FIDM for Product Development, Jonathan hoped to learn the necessary skills to create a collection of his own or aid in the process of a company developing their next.